Book explores data and marketing theory for information organisations

Tuesday 21 Nov 2017

A new book by a Charles Sturt University (CSU) academic examines
the marketing techniques used by libraries.

In Marketing
Services and Resources in Information Organisations, Dr Zhixian (George) Yi, a lecturer at CSU's School
of Information Studies in Wagga Wagga, compiled
data from across Australian educational institutions to create an accurate
picture of the marketing techniques used by their information organisations,
also known as libraries.

Dr Yi said the research would provide information that
libraries needed in order to understand what is currently being done to market
and compete with digital information and technology.

"There is rapid development in information and
communication technology that has created strong competition with other
organisations," Dr Yi said.

"Information organisations have to meet these
challenges by marketing their unique services and resources in a way that will
reach their user bases in a digital world."

"Information organisations also need to have a
clear sense of where they are heading in the future.

"Establishing a direction for an information
organisation involves a process of developing a strategic vision and mission,
identifying goals and objectives, and developing specific strategies including
a marketing strategy to produce the desired outcomes, a process that aims to
gain a sustainable competitive advantage."

"The biggest challenge of marketing in an information
organisation is how to gain a sustainable competitive advantage in the future."

"We need to use effective marketing techniques to market
information organisations and their services and resources," Dr Yi said.

The book also outlines marketing techniques and survey
data useful for librarians, library directors, and library and information
sciences students.

"I intended for the book to be used as a resource to
help practitioners consider their own marketing strategies," Dr Yi said.

"The book includes survey-based, theoretical and
practical information alongside advanced statistical techniques that will set
it apart from other survey research products currently available," he said.

Marketing Services and Resources in Information Organisations
is intended to be used as a resource for students, librarians,
library directors and others with an interest in information organisations and
marketing in a digital age.